Make your business case for a strategic marketing decision tangible

Making a business case for a strategic marketing decision can be challenging, and one of the reasons for this is that it can be difficult to make the benefits or outcomes of the decision tangible or concrete.

There are a few reasons why this can be the case:

Future-oriented

Strategic decisions in every marketing business are often forward-looking and focused on long-term goals.
This can make it challenging to articulate the benefits in concrete terms, as they may not be fully realized for some time.

Complex

Strategic marketing decisions are often complex and multifaceted and may involve multiple stakeholders, factors, and potential outcomes.
This complexity can make it difficult to simplify the decision and make it tangible.

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Uncertainty

Strategic decisions often involve a degree of uncertainty, as they are based on projections and assumptions about future trends and market conditions.
This can make it challenging to make the benefits of the business decision tangible, as they may be subject to change.

Resistance to change

Strategic decisions may involve changes to existing processes, systems, or structures, which can be difficult to quantify in terms of tangible benefits.
Additionally, resistance to change from business stakeholders can make it challenging to implement the decision effectively.
To overcome these challenges, it is important to focus on communicating the benefits of the strategic decision as clearly and concretely as possible.

• This may involve breaking down the decision into smaller, more tangible components, or using visual aids such as graphs or diagrams to illustrate the benefits.
• Additionally, it may be helpful to provide concrete examples or case studies of similar decisions that have led to positive outcomes in the past.

Read more about Overcoming resistance to change when making a case for a strategic decision